“The New Rules of Marketing and PR: How to use news releases, blogs, podcasting, viral marketing, and online media to reach buyers directly,” was written by David Meerman Scott in hardcover copy in 2007, and then revised in paperback version in 2009. The book has sold very well while remaining in top ranks with other marketing and public relations competitors throughout its first year of publication. The incredible part in the selling of this book is that there was no money spent on advertising or promotions.
David Meerman Scott is the author of the book, “The New Rules of Marketing & PR: How to use news releases, blogs, podcasting, viral marketing, & online media to reach buyers directly.” Not only has he written this award winning BusinessWeek bestseller in hardcover in 2007, and a revised paperback edition in 2009, but four other books as well. These books fall into the same genre of marketing and the World Wide Web. The list are as follows: World Wide Rave: Creating Triggers that get Millions of People to Spread your Ideas and Share your Stories (2009), In: Uncover the Extraordinary Opportunities that Lead to Business Breakthroughs (2008 with Craig Stull and Phil Myers), Cashing in with Content: How innovative marketers use digital information to turn browsers into buyers (2005), and Eyeball Wars: A novel of dot-com intrigue (2001). He has lived and worked internationally, mostly in marketing. Holding two positions as a vice president for two separate marketing companies specializing in technology has given Scott the experience in social media to reach audiences in a way many have not tapped into as business owners.
Being that I am a Public Relations major and a Marketing Minor, I have found that in many classes there are similarities but also many differences. After reading this book, I saw a different light on marketing and especially pr. There is a convergence and between the two and for companies to succeed I believe you need both. I personally always saw marketing as money: advertising, slogan’s, paid celebrities, and promotion items. Now, I can see that it is much more than this, that is, if you’re willing to make it more. The book is separated into three categories. The first, the history behind marketing and public relations and how the rules are changing. This section goes into detail on leadership skills and how to reach your audience or buyers. The second category focuses on communication through web-based applications. When the book states that it will teach you how to use news releases, podcasts, blogs, etc., on the front cover, it is serious. It takes you step by step through the process. The third category deals with making plans for your marketing and pr tactics and implementing them. As far as communication from companies to consumers, through the use of the World Wide Web, everything has been placed at our fingertips. The door has been opened to a whole new venue of rooms that we should be tapping into. This type of direct communication if planned strategically will succeed. I personally, think that twitter and facebook.com open a lot of opportunity to communicate in quick ways to an open and interested audience, but after reading this book, have a new outlook on blogging. Surprising for me, yes! The blogging connection between everyday customers and a product provider or company marketer can be huge! It’s much easier for someone to search for your company and find information about it on a blog than on a social networking site, such as, facebook.com. The blog offers you as a business the advantage of “free” posts about your company, product, and services. The followers can even get a feel for the type of people are working for your company from the personality of the blog author. Through comments whether they be positive or negative, you’re given a chance to rebuttal, or answer questions and concerns. With blogging there seems to be a number of advantages for a company image and position to stay intact and market a product or service without spending a dime. This is the new media. Basically the book sums up communication as a whole when working with your customers through the Internet. Not only has the author given step by step instructions for those of us who are beginners with social media, but a plan to take to link you to your customer, and sell them on your ideas or product on a level that works for them.
After reading, “The New Rules of Marketing and PR,” I really enjoyed hearing the real-life stories that were shared throughout the book. People in business, marketing, and public relations have proven success through their companies and life by using these tips and steps that Scott implements throughout the reading. These stories are very encouraging and put different situations and positions into perspective, proving that this book really is for everyone. The key topic that stuck out to me from the reading that I would like to dig into deeper into is finding more information about is driving buyers into the sales process through viral marketing. I find that this in marketing and sells, the hardest part of getting the customer to buy, is not the initial interaction or the information along the way, but actually bringing that buyer home. What is the key ingredient to locking them in, and sealing the deal with a purchase? Being that I am very interested in sales, and marketing this strikes me as not only important but interesting. I would recommend this book to just about anyone. Its very helpful to the marketer or the public relations practitioner, but also business owners and employees of all sorts. The book is set up for those who are readers from front cover to back, and also those who want to jump around and take notes. It was very insightful, and a book that I will keep on my shelve long after college. The instructional guide can be useful to the everyday reader wanting help on getting a message out there through their personal blog, to an intern looking for help with viral marketing. Great read.
The New Rules Of Marketing And Pr
The New Rules of Marketing and PR<br />By: David Meerman Scott<br />Slideshow presented by: Kati Ann Wright<br />
Meet the Author<br />David Meerman Scott<br /><ul><li>Previous Vice President of marketing at NewsEdge Corporation
Previous Asia Marketing Director for the online-division of Knight-Ridder